Leveraging Value Marketing Tools to Generate More Sales Ready Opportunities

Thomas PiselloCEO & Founder

tom@alinean.com@tpisellowww.alinean.com

(1) IDC Buyer’s Experience Survey – 2013(2) IDC BVS

More Empowered

More Frugal

More Complex

Do More with Less

Less Time / Resources

Less Budget

Less Risk Tolerance

50% more opportunities needed to generate same revenue1

65% indicate their content marketing is ineffective2

Same traditional content = Same results

(1) IDC BVS (2) CMI

Traditional White Paper downloads are on the decline3

(3) ZDE

Interactive White Papers ROI / TCO CalculatorsBenefits Estimators

+ Guaranteed leads program

http://bit.ly/16Ei1b3

http://bit.ly/184A08R

http://bit.ly/19ubu4b

20% - More captured leads

5% - Better conversion rates

$180,000 – Incremental Revenue from Guaranteed Leads Program

> $1.0 million - Incremental Revenue over 12 months

Assumes 150 guaranteed leads, 100 incremental leads per months ongoingAverage deal size = $75,000 , default demand waterfall metrics from SiriusDecisions

Five Steps to Value Marketing Success!

1 - Assess existing assets vs. New buyer requirements

2 - Identify value storytelling & justification opportunities

3 - Evolve current content portfolio

4 - Integrate across marketing & sales enablement

5 - With Intelligence & tracking -> Measure & improve

Q&A

Thomas PiselloCEO & Founder

tom@alinean.com@tpisellowww.alinean.com

Value Consultants